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Recognized Supplier Guide ‘18

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20 a-e-mag.com • A&E AUGUST 2018
PEOPLE BUY FROM PEOPLE by Stephen L. Capper, CRM
Stephen Capper, along with his
wife, Nora, and their daughters,
Jami and Toni, owns and oper-
ates A-1 Awards, Inc. in India-
napolis. He has been associated
with the awards and recognition
industry since 1958, and has given numerous
seminars since 1979.
Y
ou must take a look at the past to take the trip to the
future. What is your procedure for pricing your products?
In the next four articles, we will broach one of the most
important questions small business people have about their
businesses: our procedure for pricing products and services in
today's complex world of competition and overhead expenses.
IS YOUR BUSINESS TOOL BOX FULL? PART LXV
Concepts of Building
Your Business for Success
Section S
Pricing is not only being competitive,
but building a relationship with our pros-
pects and clients that help them connect
with what we really do — serve others by
fulfilling their needs. Dealing with the
public, we meet people and will hopefully
be able to call them clients who have wants
and needs that they are looking to fulfill.
SELLING THE PRODUCT
It is important in the selling procedure
that we keep it simple yet be complete with
explaining and telling our story. We need
to make our story different than the com-
petition; our story needs to be unique yet
personal. Selling is simply serving people
and taking care of their concerns — that,
in turn, will address our personal wants and
needs. Life is much like a barter system,
and the money we receive is the way we
keep track of the transactions.
Wouldn't it be nice if we could price our
products and services at the price we wanted?
Of course that isn't necessarily what the mar-
ketplace accepts. The fact is we must price
our products so that they are competitive —
so the prospects and clients buy our offering,
which keeps our business going — and at
the same time be profitable in order for our
business to survive and thrive. The attri-
butes of being competitive and profitable
are imperative for the continued existence
of our business. If either is disrupted, it may
be impossible to survive let alone exist in the
business world.
YOU MUST BE CONVINCED TO BE
CONVINCING
It is up to us as the leaders of our busi-
ness to package our offering so it is attrac-